“Marketing and Sales” Evaluation and Objectives
What is your plan for reaching your potential clients/customers and making them loyal and long-lasting champions of your business?
Research • What research have you conducted to understand your target market and their needs?
• Where do you find your target market? • How well served is your potential client base by competitors?
• How well served is your client base by you? Have you asked your current clients about what is impacting them in the drug and alcohol testing industry and about what specifically they need from you?
Foundation considerations • Have you developed a logo and messaging that effectively reflect your business?
• Do you need/have business cards, stationery, or other promotional materials?
• Is an online presence important for your business? If so, have you developed one and is it current, compelling, and competitive?
Messaging • How do you make the benefits and distinctions of your offerings clear to your audience?
• Does your messaging focus on the key client problems you solve?
Promotional activities • What promotional efforts and methods are you utilizing to make customers aware of your offerings and encouraging them to buy? How are they working for you? Professional/personal networking Referrals
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Events/tradeshows/workshops— participating and/or leading Virtual connections Technology usage Advertising Direct mail
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• How do you re-inspire interest in your offerings to current clients?
Sales • Is your sales team provided with the tools and information they need to succeed in their work?
• Is sales training and support sufficient and ongoing within the organization?
Aſter thinking about these and other
questions that may have come to mind about your Marketing and Sales, identify those three to five objectives most important for making your vision a reality in this category. With one planning worksheet for each
objective, list the strategies and specific action steps necessary to accomplish your business “marketing and sales” objectives.
“Finances” Evaluation and Objectives Last, but not least, it is imperative for you to consider the financial health of your business. Key questions: Are you able to consistently cover your costs, maintain a financial cushion, and earn a sufficient profit? If not, where are changes required?
Income Goals • What are your gross and net profit goals for the upcoming year?
• How do those goals break down into quarters and months of the year?
• What is the percentage breakdown of products and/or services that will contribute to that goal?
• What are your organization’s short- and long-term opportunities for increasing income?
• Are effective systems in place to ensure collections run smoothly?
Costs • Have you calculated the annual, quarterly and monthly costs of running your business?
• Are you consistently able to meet these costs through your business income? • Where may costs be reduced?
Cushion Do you have sufficient funds set aside to cover at least six months of costs necessary to run your business? If not, what is your plan for creating this cushion?
Aſter thinking about these and other
questions that may have come to mind about your Finances, identify those three to five objectives most important for making your vision a reality in this category. With one planning worksheet for each
objective, list the strategies and specific action steps necessary to accomplish your objectives for business “finances.”
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